Professional Documents
Culture Documents
• We’re always happy to discuss the results. If you’d like to talk about
the survey, please call us at 212.830.9883
Comments
2009
2008
Women <30 years up from 86% in
2008 to 95% in 2009
Yes, have a
profile
86% 58% Women 50+ up from 31% in 2008 to
70% in 2009
Q: Do you have a profile on any social networking website (e.g., MySpace, LinkedIn, Facebook, Classmates)?
• Of those who have a social networking Proportion Who Have Profiles on…
profile, 95% have a profile on Facebook,
up from 65% last year (a 46% increase) 2009
2008
While Facebook has much more widespread adoption than Twitter, there
is room for both networks in women’s lives.
Those who prefer Facebook like… Those who prefer Twitter like…
It’s easy to use…Twitter is too It’s easy to use…Facebook has too many
Usability
quick and confusing irrelevant applications
72% log
in at least
once per
day
Q: How frequently do you log into your social networking accounts?
Q:
When
you
have
a
few
free
minutes
(i.e.,
wai?ng
in
a
line,
wai?ng
for
a
bus)
which
are
you
most
likely
to
do?
© SheSpeaks, Inc. All rights reserved. 11
Watching Video is the Most Popular Online Activity
About one-in-four women watch video content online “frequently,” and 85% watch it
at least “sometimes.” Commenting on blog posts is also common, with 68% doing
this at least “sometimes.” Fifty-three percent publish product reviews on a shopping
site, thirty-seven percent blog at least sometimes and 19% create and upload
videos sometimes.
Just tried it
Frequently
Sometimes
once or twice
Never done this
Watch video content online
39%
46%
10%
5%
Post a comment on
32%
36%
17%
16%
someone else's blog
Write an entry in your own
20%
17%
15%
49%
blog
Publish a product review on a
18%
35%
21%
27%
shopping site
• Social
Social Networks
Networks vs.
vs. Twitter
Twitter
72% log
in at least
once per
day
Q:
How
frequently
do
you
log
into
your
social
networking
accounts?
Q:
How
frequently
do
you
use
TwiCer
(either
for
twiCering,
viewing
other
peoples
tweets,
etc.)
© SheSpeaks, Inc. All rights reserved. 14
Social Networking Friends Exceed Twitter Connections by 74%
The highest proportion (24%) of women have 100-199 friends on their
social networking websites. On Twitter, the highest proportions follow
fewer than 10 people (37%) and are followed by fewer than 10 people.
Looking at the average number of connections on each type of site, women
have 74% more contacts on their top social networking website (174
contacts) than they do on Twitter (100 contacts).
Mean: 100
Mean:
102
Mean:
174
Q:
Consider
the
social
networking
website
where
you
are
connected
with
the
greatest
number
of
contacts/friends.
How
many
people
are
you
connected
with?
Q:
How
many
people
on
TwiCer
do
you
follow?
Q:
How
many
people
follow
you
on
TwiCer?
© SheSpeaks, Inc. All rights reserved. 15
Women Have a Range of Twitter Contacts
Q: What types of people do you commonly follow on TwiCer?
Q:
Why
do
you
use
social
networking
sites
such
as
Facebook?
Q:
Why
do
you
use
TwiCer?
© SheSpeaks, Inc. All rights reserved. 17
Facebook Generates More Loyalty than Twitter
Use of Facebook/Twitter
Q:If
you
have
a
Facebook
account...compared
to
when
you
first
created
your
Facebook
account,
how
frequently
do
you
access
it?
Q:
How
oJen
do
you
use
your
TwiCer
account?
© SheSpeaks, Inc. All rights reserved. 18
General Social Networks are Far Preferable to Twitter
The vast majority (80%) report that they like other social networks such
as Facebook more than Twitter.
Q:
How
does
TwiCer
compare
with
other
social
networks
that
you
use,
such
as
Facebook?
N=
Respondents
who
use
both
TwiCer
and
other
social
media
tool.
© SheSpeaks, Inc. All rights reserved. 19
Reasons for Preferring Facebook
Those who prefer Facebook like the personal and “three-dimensional” aspect of the
website. Not only can they update their status, but they can upload and share photos,
read personal content about their friends, join groups, play games, etc. Community is
important to Facebook lovers, and they find the “anonymity” of Twitter to be a downfall,
as they do not like having strangers “following” them. Many find Twitter irrelevant and
confusing, and that Tweets are too short to express anything meaningful or useful.
Q:
Why
do
you
prefer
other
social
networks
such
as
Facebook?
© SheSpeaks, Inc. All rights reserved. 20
Reasons for Preferring Facebook
Twitter is Trivial 140 characters is not enough
“I don't like when people tweet trivial
things like: ‘Just leaving the job,’ “For Twitter, you're only allowed 140
‘Heading to the studio,’ ‘Tweeting from characters. If there is a promotion going on
the car is cool’’ etc. or I'd like to review a product, I can't do it in
the limited amount of characters”
“I don't really see the value in Twitter.
my day is too busy to read 'tweets'
and to post 'tweets‘” “I can’t say what I want in 140
characters. It’s not enough”
Q:
Why
do
you
prefer
other
social
networks
such
as
Facebook?
© SheSpeaks, Inc. All rights reserved. 21
Reasons for Preferring Facebook
Q: Why do you prefer other social networks such as Facebook?
Twitter fans have clear reasons for preferring Twitter: They can be
more anonymous, the content is current and focused , it is
information-oriented, and it is easy and quick.
Q:
If
you
use
Facebook
as
well
as
TwiCer,
which
of
the
following
best
describes
you?
Since
I
joined
TwiCer...
N=
Respondents
who
use
both
TwiCer
and
Facebook.
© SheSpeaks, Inc. All rights reserved. 25
Social Network Usage
Social Media
Social Media && Brands
Brands
Q:
Have
you
ever
done
any
of
the
following
on
a
social
networking
website?
Q:
Have
you
ever
done
any
of
the
following
on
TwiCer?
© SheSpeaks, Inc. All rights reserved. 28
While Respondents Seem Less Engaged With
Advertising…
2009
2008
I always look to see what ads are on
9%
2%
my page, and I often click through
Sometimes I look and think they’re
30%
13%
interesting enough to click through
I always notice, but I’ve never clicked
10%
10%
through
Sometimes I’ll take a look at what’s
20%
30%
being promoted
I am annoyed with them, but notice
12%
20%
them
Q:
How
much
aCen?on
do
you
pay
to
adver?sing
on
your
social
networking
pages?
© SheSpeaks, Inc. All rights reserved. 29
…Purchases From Blog Posts and Social Networking
Increased Dramatically
While emails received from a family members are still the most popular
drivers of purchases (65%), making purchases based on blog posts
(53%) and social networks (43%) increased dramatically from the prior
year.
New Media Purchase Drivers
2009
2008
An email you received from a friend/family
65%
72%
member
An email you received from a company
56%
51%
A blog post you read
53%
27%
A post on a shopping website
47%
55%
A post on a discussion board
47%
42%
Q:
Have
you
ever
bought
a
product
because
of...?
[Check
all
that
apply.
If
none
apply,
con?nue
with
the
survey.]
© SheSpeaks, Inc. All rights reserved. 30
Thank you!
Aliza Freud
CEO & Founder
SheSpeaks
(p) 212.830.9882
aliza@shespeaks.com